THE STUDY OF THE RELATIONSHIP AMONG EXPERIENTIAL MARKETING,CUSTOMER SATISFACTION AND LOYALTY– A CASE STUDY BASED ON S DEPARTMENT STORE

• Main Authors: Chen-Shun Fan, 范振順
• Other Authors: Ja-Shen Chen
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/4p92t9

碩士 === 元智大學 === 管理碩士在職專班 === 105 === Today, customers’ demands are getting higher because of the rapid and dramatic changes of economic development and environment. How to enhance competitive advantages and profits under the circumstances becomes an important issue to be discussed. It is believed that the competitive advantage results from providing valuable consumption experience instead of only offering innovative products, price discounts or various marketing strategies, which are being discussed widely in many researches. However, how to promote customers’ satisfaction and loyalty in order to gain more profits is rarely focus on. In this paper, it intends to explore the association among experience market, customers’ satisfaction and loyalty in terms of Schmitt’s theory and the employment of questionnaires to S department store in Taoyuan. According to Schmitt (1999), there are five aspects of experience marketing: sensory experience, emotional experience, thinking experience, action experience, and associated experience. This paper asserts to use Schmitt’s theory of five aspects of experience marketing as the main structure to analyze and explore the customers’ loyalty and satisfaction in depth. Moreover, 240 questionnaires are given and 213 valid questionnaire are expected; SPSS software package is used to analyze the quantitative data. Thus, the results of this study are as follows: 1. The positive relationship between the experience marketing, customer satisfaction and customer loyalty. 2. Customer satisfaction and loyalty could be predicted by experience marketing. 3. Customer loyalty could be predicted by customer satisfaction. Keywords: Experience Marketing, Customer Satisfaction, Customer Loyalty